New smartphone buyers in the US put screen size and LTE first, 63% of them were recommended a Samsung device

New smartphone buyers in the US put screen size and LTE first, 63% of them were recommended a Samsung device
An interesting new study by Kantar Worldpanel ComTech reveals several major trends among new smartphone buyers in the first quarter of 2014, both in terms of what customers look for in a smartphone, and also how they go on about researching what brands have to offer.

As you probably gleaned from the title already, the number one functionality Americans are after is the availability of LTE in their new smartphone, with screen size -- the most commonly referred to design factor -- coming second. Indeed, the folks behind Kantar believe that due to the undeniable standardization in smartphone design (they're pretty much all rectangular and plastic, after all), consumers are now more interested in the type of functionality they get.

The study also reveals that some 25% of new smartphone buyers rely on friends for advice when it comes to picking a device, with a little under 25% making use of network carriers' websites to make a decision. Interestingly enough, while we tend to think that we've crossed into the digital frontier of online commerce, a staggering 64% of new smartphone purchases were made in brick & mortar stores. In comparison, just 24% of sales were carried out online.

Speaking of stores, it's also very interesting to know that, according to the study, 63% of new smartphone buyers were recommended a Samsung device by in-store staff, more than double the recommendations Apple got (30%). Out of those 63% that were recommended Samsung, a little over half of buyers went ahead and bought one of the company's Galaxy devices, and only 6% steered away and got an iPhone. The remaining 35% settled for another Android device.

Lastly, according to Kantar, iPhone buyers are the ones doing the least of research before buying into Apple. The reasons behind this, the study guesstimates, are the high levels of brand loyalty and the fact that Apple users are great advocates for the company's products (and we already know that most of new buyers ask around).

Check the graphs from the study for the full scoop and a visual breakdown.



1. ArtSim98

Posts: 3535; Member since: Dec 21, 2012

I'm happy and surprised that Sony received even 4 percent recommendations when it's phones aren't even properly launched in there.

2. sgodsell

Posts: 7574; Member since: Mar 16, 2013

Their chart is BS. They put quality of camera before battery life, screen quality and resolution, quality and speed of processor, and storage.

3. Smokin

Posts: 120; Member since: Oct 10, 2013

This is for the average Joe not self acclaimed techies. As far as i know a lot of times the first thing my friends asked was "how many megapixels the camera is?" No one asked "what is the processor in it" or "how many is the ppi"

4. OldNorseBruin

Posts: 235; Member since: Mar 12, 2013

Wow. All you HAVE to do is point out the RIP-OFF 10,000% mark-up price and INFERIOR specs of ANY iCHUMP phone, and any person blessed with COMMON SENSE will choose an ANDROID phone. There IS hope for mankind!

5. OldNorseBruin

Posts: 235; Member since: Mar 12, 2013

"...IPhone buyers are the ones doing the LEAST of research before buying into Apple." ---Proving definitively that TRULY " IGNORANCE is bliss!"

6. jojon

Posts: 435; Member since: Feb 11, 2014

Iphone, i believe it is a perception thing, when the decision what to buy all gets all to hard with so many brands, models etc, so many different opinions, they plump for the Iphone. Their perception being that it is used by so many people, it must be the BMW of phones and all this nonsense about screen size being important goes out the window. Of course, once purchased it becomes what they know and understand and it is very difficult to entice them out of it, they do not wish to "relearn" anything again. It simply does not matter that a Lumia (say) has LTE, fantastic reliability and the best cam in the buisness and a big screen, they will usually buy another Iphone regardless of what they may say to questions in some question led survey. Here then is the problem confronting platforms such as WP and others


Posts: 650; Member since: Nov 20, 2011

How much is Samsung paying these people lol

8. superfans

Posts: 155; Member since: Jul 30, 2012

They recommend samsung but they buy iPhone , whats the logic here ?

9. murron

Posts: 162; Member since: Jun 10, 2014

"...a staggering 64% of new smartphone purchases were made in brick & mortar stores. In comparison, just 24% of sales were carried out online." Where were the other 12% of purchases made? black market? lol

10. Neo_Huang

Posts: 1067; Member since: Dec 06, 2013

Smuggled from the factory lol.

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit for samples and additional information.